‘I Want To Show The Fans Who I Really Am’ – How Adrian Lee Documents His MMA Journey Through Social Media

Adrian “The Phenom” Lee is on a tear in ONE Championship.

At just 19 years old, the Hawaii-based star has rattled off three straight first-round stoppage victories, earned a trio of US$50,000 performance bonuses, and shown the composure of a seasoned veteran.

But Lee will face his toughest challenge yet when he welcomes reigning ONE Welterweight Submission Grappling World Champion Tye Ruotolo to MMA at ONE Fight Night 35: Buntan vs. Hemetsberger on Prime Video, which goes down live in U.S. primetime on Friday, September 5.

Their lightweight MMA showdown at Bangkok’s Lumpinee Stadium could be a career-defining matchup, and Lee wants the entire world to witness not only the battle, but also the everyday grind that gets him to fight night.

That’s why he has been investing more time into building his presence on social media. His Instagram reels, including one showing his full daily routine from waking up to lights out, have reached millions of viewers and given fans an authentic look at the life of a young MMA phenom.

He said:

“I guess you could consider making reels and videos another hobby of mine, too. At first, in the beginning of my career, I wasn’t a fan of it. Like, I wouldn’t make any. I wouldn’t post at all. But back then, I didn’t have much of a following.

“So, I just thought, ‘I could do this myself.’ I started to create my own brand and post more videos because it’s a huge part of the fight game and the media industry. I want to show the fans who I really am.”

Lee’s efforts have paid off in ways that go well beyond online engagement. His growing profile has led to new opportunities, proving that the work he puts into content creation can be as impactful as what he delivers in the ring.

That visibility, paired with his impressive showings on the global stage, has helped him secure multiple sponsorships including Combat Corner, Legion, and Mentality. In addition, he teamed up with Hydragun for a video where he unboxed the company’s Supertub.

Speaking of these new opportunities, he said:

“That’s another thing I’ve been really loving about all the content creation I’ve been doing. The ‘ice bath’ was kind of like a collaboration. They sent it out to me for videos. But I’ve been landing more and more sponsorship deals, so I’ve been super grateful for that.

“I really do feel like my work has been paying off. In the MMA industry, after I win a fight, I’m like, ‘All the hard work’s been paid off.’ And then with social media, deciding to start being consistent and really seeing my followers increase, and the sponsorships come in, it’s really been motivating me to put even more back into it.”

Lee Says He Is An MMA Fighter First

While Adrian Lee enjoys sharing his journey, he draws a clear line between documenting his life and being labeled a social media influencer.

For him, MMA will always come first. He is chasing bigger achievements in the world’s largest martial arts organization while carrying the weight of his family’s storied combat sports legacy.

Lee said:

“That’s one thing. I don’t really want to be labeled as a social media influencer. I get it that some people have been like, ‘Wow, you’re such an influencer now.’ But I want to be an MMA fighter who just happens to document his life.”

With a perfect record, a growing fan base, and his toughest test against ONE Welterweight Submission Grappling World Champion Tye Ruotolo just weeks away, “The Phenom” is showing that it is possible to aim for greatness while also building a meaningful connection with fans.

That balance is vital, especially as his career accelerates. However, Lee knows when to ease off the content creation grind if it ever begins to weigh him down.

“At whatever point it does become overwhelming, like, ‘Man, I gotta post again,’ I’ll just take a step back and kind of chill out a bit because you know, I’m an MMA fighter first. I got to focus on my own career.”

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